De grootste uitdagingen van B2B marketing managers

spotONfriday webinar:

De grootste uitdagingen van

B2B marketing managers

Presenter:

Shimon Ben Ayoun

Managing Partner

@shimonbenayoun

shimon@spotonvision.com

Host:

Charles van der Wal

Marketing Operations Consultant

@charlesvdwal

charles@spotonvision.com

MARKETING

PERFORMANCE

MANAGEMENT

BUYER

PERSONA

CONTENT

MARKETING

LEAD

MANAGEMENT

MARKETING

AUTOMATION

Who are we?

Upcoming events

spotONfriday webinars:

14 November: De kracht van webinars in B2B

spotONvision masterclass:

20 November: Buyer persona’s: inzicht in de B2B koper

Mark in your agenda:

6 November 2014: B2B Marketing at the speed of light

Upcoming events

17 March 2015: B2B Marketing Forum 2015

Questions?

GoToWebinar:

“Chat” or “Ask a question”

OF

Twitter met #b2bnl tag

Twitter: @spotonvision

@charlesvdwal

#b2bnl

Today’s webinar:

• B2B marketing challenges

• Focus on the buyer

• Engaging with relevant content

• Generate more high quality leads

• Automate the process

B2B MARKETING

IS CHANGING

The B2B buyer

is changing

THENNOW• Sales Dominated

• One-way, single channel, relationship-

driven

• Marketing plays critical role

• Internet-driven, analytics-driven

B2B buyers use

more channels

than ever before“Salespeople think they’re going into a discovery call and

suddenly find them self neck deep in negotiations.”

Source: John Neeson, managing director SiriusDecisions

It’s all in the DATA!

Data volume will

grow to 20x of what it is today

by 2020 (Gartner)20XPercentage of digital

information generated by

individuals (IDC): 75%

Sales wants more

higher quality leads“It’s no longer enough for organizations to generate leads,

send them off to Sales and call it a day. Lead quality

requires finding the right buyers at the right time.”

Source: Marketingsherpa lead generation benchmark survey

We have to do more

with less budget

New responsibilities

76%89%

No change in

budget or resources

Leadership judges

marketing ROI faster

76%

We have to prove the

ROI of marketing“Most CMOs agree that ROI, optimization and audience

insights are of premier importance.”

Source: Marketingsherpa lead generation benchmark survey

MAIN CHALLENGES

FA

CESALES PEOPLE

The Age of the Empowered CustomerDoes 60% of the buyer journey without sales

THE LENGTH OF THE SALES CYCLELARGER DMU’S, SLOWER DECISION MAKING

Poll:

What is your biggest B2B marketing

challenge?

4 steps to success in B2B marketing

RECOMMEND

MAINTAIN

USERESEARCH

PURCHASE

SELECT

“Represent me”

“Serve my needs”

“Earn my trust”

“Know my history”

“Give me more value”

“Be consistent”

“Be transparent”

“Engage me”

“Be relevant”

“Make it easy”

“Minimize the risk”

“Reward me”

Step 1: Understand your B2B buyer

Buyer persona’s

Interest & Trigger

Research & Learn

Evaluate & Assess

Justify & Purchase

How can I create better

engagement with my

customer?

What is Content Marketing

and how can I implement

it?

Who can help me there?

What other companies in

my industry also use this

strategy?

Can I sell it internally

and do we have enough

resources?

Step 1: Understand your B2B buyer

Buyer persona’s

Step 2: Engage with relevant content

Content Marketing

Content marketing is a

marketing technique of creating

and distributing relevant and

valuable content to attract,

acquire, and engage a clearly

defined and understood target

audience - with the objective of

driving profitable customer

action.

Source: Joe Pulizzi

“The Challenge: Creating content

that the buyer actually needs.

Because 83% of marketers say

buyer-centric content is a priority

Only 23% say that they’re

advanced.”

“Serving the buyer at every stage of their journey.

Because the number one reason content goes unused is due to it being

irrelevant to the inteded audience”

Step 2: Engage with relevant content

Content Mapping

Align with sales

Step 3: Generate more high quality leads:

Lead Management

Speak the same language with sales

Agree with sales on the way of working

B2B Sales Process

Step 4: Marketing Automation:

Automate & measure the process

What is marketing automation?

Engagement fit

• Interested in Content Marketing (found us via

google)

• Funnel Stage – Awareness

• Main message – You can reach more with

content

Profile fit

• Segment marketing manager

• Large Insurance company

• Large marketing teams

Measure what works

Show the ROI to your boss

• Increase the efficiency of marketing by focusing on your buyer

• Engage with your buyer, by increasing the relevancy of content and campaigns

• Improve the quality of leads handed over to sales

• Measure what works (or what doesn’t) and optimize

• Show the ROI of marketing to your organization

The advantages of this strategy

Q&A

spotONfriday webinars:

14 November: De kracht van webinars in B2B

spotONvision masterclass:

20 November: Buyer persona’s: inzicht in de B2B koper

Mark in your agenda:

6 november 2014: B2B Marketing at the speed of light

17 maart 2015: B2B Marketing Forum 2015

Want to know more? Or need help with the setup and

execution of marketing automation?

www.spotonvision.com

@spotONvision

@b2bmktforum

@charlesvdwal

@shimonbenayoun

LinkedIn groups:

B2B Marketing Forum, en

Passion for B2B Marketing

http://www.youtube.com/user/spotONvision